EA SPORTS™ FIFA 18 and Coca-Cola teamed up for a major 360° program, with activations reaching audiences through in-game, digital, retail, influencer, and competitive gaming touchpoints.

The partnership was centered around a 7-Eleven retail program where gamers could purchase a limited-edition can featuring Alex Hunter, a character from the game. Each can contains a code which can be redeemed for a chance at a rare gold Ultimate Team pack or one of 5 exclusive Coca-Cola branded uniforms.